This deck explains what does the trending topic of DOOH -Digital Out Of Home media stand for and its placement in the business structure along with a few case studies

1. DOOH iT!CONNECTING THE DOTS BETWEEN
DIGITAL & OUTDOOR

2. Lets begin…
WHAT DOES THE DIGITAL ECOSYSTEM COMPRISE OF?

3. Billboard
Retail
Laptop/ Desktop
Tablet
Mobile
Railway
Airport
Bus Stops
Social Media
Digital Videos /
Advertisements
Games / Apps
Commerce &
Coupons
Immersive
content
OOH – DIGITAL ECOSYSTEM
CRUX: PEOPLE & PLACES
Places and People form the crux of the digital
ecosystem as no communication can exists
without them (TG & Place)
INNER CORE: TOUCHPOINTS
This layer consists of all the digital as well as
non-digital touch-points of consumer
OUTER CORE: CONTENT
This layer consists of all the different types of
content such as immersive technology, social,
videos, offers, games and apps that a
consumer is exposed to.
SURFACE: ENVIRONMENT
The creation of an environment to reach the
right TG at the right location with the right
content and medium

4. So,
WHO ALL ARE ON DIGITAL?

5. 0
100
200
300
400
500
600
Jun-13 Jun-14 Jun-15 Jun-16
UsersinMillions
Mobile Total
0
50
100
150
200
250
300
350
400
Jun-13 Jun-14 Jun-15 Jun-16
UsersinMillion
Rural
Urban
INTERNET USERS V/S MOBILE INTERNET USERS MOBILE INTERNET USERS
462
109
371
262
TRAI IAMAI 2016
68
171
21
70
32
153
By June 2016, total mobile internet users are expected to be 371million
out of which 109million are on rural and 262million in urban cities
This highlights the mobile penetration and makes it the most used digital medium in India

6. 42%
28% 27% 26%
14%
11%
8%
4%
2%
Shopping
Mall
Restaurants F.F
Restaurants
Public places Coffee
Shops
Multiplex Airport Clubs Gyms
Media Touch points
TGI India 2015 Wave 2 | SEC ABC | 15 - 55
39%
61%
Access Mobile Internet
OOH
At Home
71%
67%
59%
24% 23%
44%
37%
33%
14%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Entertainment Communication Social Ticketing Shopping
Urban
Rural
TYPES OF ACTIVITIES
In India,
39% people use Mobile Internet from OOH locations
Shopping malls & Restaurants lead as touch-points for mobile internet users
Playing games and watching videos are the top activities conducted on mobile

7. If all these people are already to be exposed to media then,
WHATS THE PROBLEM?

8. THE PROBLEM IS;
•How do we connect the dots between Digital & Outdoor?
•What is the plan of action for MOMS?

9. The solution
BUILD AN INFINITE KNOT
OOH
•Campaign reach
•Deeper regional penetration
•Stronger visual appeal
•Limited touch-points
•Drive traffic to digital properties
•Branding objective driven
DIGITAL
•Campaign Personalization
•Dynamic Targeting
•Stronger engagement
•Wider touch-points
•Real-time Monitoring
•Drives traffic to OOH
•ROI /Campaign effectiveness
OOH DIGITAL

10. How do we execute the solution
ESTABLISH INTERLINKED FUNCTIONALITIES
DIGITAL
OUTDOOR RETAIL
Rural + Urban
ACTIVATIONS
Rural + Urban
CREATIVE PLANNING
Just as Creative, & Planning;
Digital should also function as
a support system for all the
Outdoor verticals

11. Identifying opportunities by
ESTABLISHING A PROCESS
Identify innovation opportunity
Sense clients digital inclination
Derive a digital objective
Scale & Sense of budget
New Pitches
Understanding past behavior & campaigns
Sense clients digital inclination
Proactive suggestion
Existing Clients

12. CASE STUDIES

13. Simcard
textbooks to
study
light and smart

14. Interactive Installation
Uniting
India & Pakistan
over a
bottle of Coke!

15. Iconic hip-hop star
Jay-Z launched his
book on OOH by
decoding every page
each week
integrated with an
online game

16. Tesco’s Home Plus
launched a digital
grocery store at a
Korean subway and
delivered the
products by the
time people reached
their homes
Retail Interactive Installation

17. LETS DOOHTHE THING